Along with shrinking the world and bringing us all closer together, it’s also taken advertising to the next level.
To give you a complete understanding of what digital advertising is, we’ll be taking a look at its different sub-topics. But first: Why would you not just stick with traditional advertising?
You might be a die-hard traditional advertising advocate, who’s skeptical about all this modern stuff. Don’t worry; we’ll have you excited about the wonders of online advertising in no time!
Incorporating digital advertising into your business doesn’t mean you have to let the old ways die either – traditional and digital advertising can compliment each other perfectly! In order to do that though, it’s important to understand the differences between the two.
Price is one of the most – if not the most important factor when comparing anything, and unsurprisingly, digital advertising is cheaper.
Of course, some forms of digital advertising can be costly. With that said, social media ads are nowhere near the amount of money newspapers and magazines ask from you.
Plus, there’s no guarantee the newspaper you placed your ad in will ever reach the hands of your target audience!
There’s no way for you to tell if your billboard advertising anti-ageing cream is being seen by older ladies, or by men between the ages of 18 and 25.
Of course, you can make an educated guess based on location, but it’s by no means a science – unlike digital advertising.
For this reason, traditional advertising often works best when it seems like a ‘one size fits all’ type of product, or when it’s something people really can’t do without.
If you’re trying to market an exceptionally niche product then I’m afraid you’re going to have a tough time getting off the ground – or you would, if you didn’t have digital advertising.
Thanks to Google, determining demographics really has become a science. You can view exactly who’s seeing your ads, bounce rate, which ads are performing well, and more!
Which leads to another issue traditional advertising has; It’s much harder to determine if your marketing campaign is working.
An influx of sales might indicate that you’ve got a good ad, but it could also be down to dozens of other factors. Digital advertising allows you to cut out the guesswork and prevents you from tossing your money away.
The benefits of digital advertising are crystal clear, but remember that traditional advertising continues to be the perfect accompaniment.
For many people, the reason they don’t delve too far into digital advertising is fear; It can seem like the most complicated task ever, but that couldn’t be further from the truth (although you will need plenty of free time to do it properly.)
Sub categories Of Digital Advertising
Before we get into why digital advertising is so easy, let’s briefly touch upon its different sub-categories – this will help give you a better understanding of how the pieces fit together – and how you can turn them to your advantage.
In layman’s terms, PPC (pay-per-click) advertising is a marketing model in which advertisers pay a fee whenever someone clicks their ad.
Search engine advertising is one of the most common kinds of PPC, as it gives advertisers the opportunity to bid for a place on Google’s front page – the importance of which goes without saying!
Unlike some other forms of digital advertising, banner ads are image-based, not text-based.
A banner ad can be a .jpg, .png or even a .gif, meaning they can be static or animated. You can think of them as posters for your online store’s window.
In real life, when someone sees an attractive image in a window, they might head into the shop – the same is true online.
A customer sees a banner add that takes their fancy, and with a single click, they’re taken to your store or landing page.
A complex mathematical algorithm judges your website, and good SEO ensures that it views your site favourably.
You can think of Google as one giant library, and the algorithm is the librarian; It’s the librarians job to filter out irrelevant books, and point readers to content they’re looking for.
If Google decides your site is good, it will cause it to show before other websites when people search for a term related to the website.
There are many ways to improve SEO, but a few of the most common ones are:
Pay Attention To Your Titles
You may think that titles don’t matter. They’re hidden away in the code after all.
The truth is that the algorithm rummages around through everything, code included. If a title is relevant to a search term, you’ll reap the rewards – as a quick example, let’s say someone searches for “Tips to lose weight in 2019”, and your title is “Top 10 ways to lose weight in 2019.” Yep, it’s that simple. Finding keywords that people are looking for and that doesn’t have too much competition is not quite so easy.
Links Are Your Friend
If you can get many high-quality sites linking to you, Google will see this as a recommendation. The more reputable sites you can get recommending you, the more Google will reward you.
Watch Your Words
Ideally, longer content is better, and once again, it’s important that your keywords are relevant.
You’ve got an issue if you ramble on about different kinds of tires for a few pages when you’re supposed to be focusing on the brand of car.
Keep content lengthy and relevant if you want to impress the algorithm.
You should now have an understanding of what basic digital advertising is and why it matters so much. If you’re interested in delving into digital advertising yourself, then here are some helpful tools!
However; if you seriously want to get into digital advertising, then there’s still a long road ahead of you.
There’s no doubt that it’s a time-consuming process, so why not let someone else bear the burden for you? Here at Piccana, we are masters of digital advertising.
If you’re still unsure of how to spend your advertising budget, we can help. Contact us below for a full digital marketing proposal on your business and website!
That title might have you scratching your head; After all, PBNs are popular aren’t they?
Well, they are in some circles. However, it’s been proven time and time again that blindly following what’s popular could be disastrous in the long run.
Before we get into why you should avoid using PBNs, let’s briefly touch upon what they are.
What Is A PBN?
Simply put, a Private Blog Network (PBN) is a network of websites created to build links to your main website.
The goal of a Private Blog Network is to create dead websites – website owners let their domains expire, which means people can no longer visit that domain – however, these sites often still contain plenty of link juice. They then link those websites to their main money making website(s) which boosts them to the first page of Google (In theory.)
Unfortunately, it doesn’t work like that in practice, and can often see you getting wiped off of Google completely.
Why You Should Avoid Using Public Network Network Sites
There’s a myriad of reasons why you want to stay away from PBN’s, but let’s start with the most serious;
It’s utterly pointless.
Building PBNs Is A Waste Of Your TIme
It’s astonishing how far people go to make their PBNs useful – it’s as though they’ve brought into the hype of PBNs and are now invested. They’re going to see a return on that investment, no matter the cost of time and effort.
When you consider all the work that goes into making a PBN, you might as well purchase an actual backlink. It would save you plenty of time.
Why is building a PBN so difficult though? Well, first of all, it’s hard to find suitable domains.
Out of all available domains, about 5% of them are qualified, if that. Building a PBN of 5 websites can take you over 6 hours, and by the end of it, it’ll still be below average.
If you want a collection of good websites, you might be looking at over 12 hours worth of time, and that’s just finding them. There’s still more work to be done.
Once you have the sites, you then have to flesh them out so that you have a chance of fooling Google.
This involves creating pages, writing content, adding plugins, and more. By the end of it you will probably have spent about 1 or 2 hours – per website.
We haven’t even touched upon hosting problems yet, but they’re another potential time waster.
You might be thinking;
“I can just outsource though.”
Which you can, but then you’re spending money instead of time. Of course, you’re going to have to spend money anyway; lots of it.
PBNs Are Costly
We won’t beat around the bush here; You will end up paying at least $40 for a domain that’s not so great.
But let’s assume you want a decent domain, that’s not perfect, but isn’t going to get instantly by Google. You’ll likely end up paying $100 for it.
Then you add the money for hosting and articles (if you aren’t writing your own) which brings the cost to about $115
115 dollars, for one website, and probably more in the long run. Keep in mind that in order to create a good PBN it’s recommended you have 10 websites.
But hey, maybe all that is worth it, right?
We’re afraid not. The ROI of using PBNs is next to nonexistent, plus it can lead to you getting destroyed by Google – and that’s not an exaggeration.
How Google Punishes Those Who Use PBNs
In Google’s eyes, users should come by your site naturally, in order for the algorithms to ensure that your content is relevant.
If you’re found to be breaking Google’s guidelines, you will get hit with a hefty penalty.
Your punishment will depend on the severity of your actions, but in some cases it can completely ruin your website – and business.
Some of these penalties include, but are not limited to;
A considerable decrease in rankings
Removal from Google’s index
Loss of credibility
Further legal action, if deemed necessary
Hopefully by now it’s clear why you should avoid using PBNs, but if not, then let’s go into a little more depth.
There are 2 different kinds of penalties Google might issue you, these are;
These penalties are the harsher of the two, and harder to rectify. If Google notices something seriously amiss with your site, their algorithm will drastically drop your rankings.
This often occurs with no warning and can lead to entire sites being wiped from Google.
These tend to be slightly more lenient – but not much.
If a Google reviewer inspects your site and notices that you’re using a PBN, they’re likely to hand you a manual penalty. You will quickly be contacted through the Google Search Console and issued a warning.
Usually, users are given a chance to see the error of their ways which will remove the penalty. In order for that to happen, they must change their link building strategies, and delete all the work they’ve done.
Imagine investing all that time and money into PBNs, only to have Google tell you that you must delete it all. It could be worse though, you could wake up one day to find the algorithm has hit you with a penalty.
Technically, PBNs aren’t black hat, but they’re not white hat either – most people would consider them gray hat. Not Google though.
In Google’s eyes, they are a tactic used to manipulate links, which falls strongly into the ‘black hat’ category.
Now that you see why you should avoid using PBNs, you’re probably searching for other options – luckily, there’s plenty available, most of which offer far better results! These include
A clickable title which contains plenty of relevant keywords
Good quality images, and infographics
High-quality Content should be readable, and here’s a quick tip to ensure it is; Break paragraphs up into short sentences, use plenty of pictures, and try to bullet points. (If you’ve made it this far, it’s working for us!)
Of course, there’s plenty more, but there’s one way above all others to ensure your site ranks well;
Let the professionals shoulder the burden for you. Here at Piccana, we help clients from around the world dominate Google and increase the traffic to their website. Using our tried and tested ranking strategy, we give websites a complete audit to identify their weaknesses and to see how we can make it climb the rankings!
No matter how long you’ve been running a website or doing SEO for, you’ve probably considered buying backlinks at some point. And why wouldn’t you? They’re invaluable to your website’s success. Not only are they one of the most important ranking factors for a specific page, but they are also super important for your website in general.
With webmasters always looking for ways to improve their search engine rankings, buying backlinks has quickly become a guaranteed way to drive more traffic. However, should you really buy backlinks for your website, and are they worth it?
Why Are Backlinks So Important?
If you’re a website owner, then you probably hear everyone telling you how important it is to get new backlinks on your website.
It’s no secret that backlinks are the top of page ranking factor when it comes to SEO. The more high-quality backlinks a website has from authoritative websites, the stronger the domain will be. Since everyone wants to be number 1 on Google, website owners are constantly looking for new ways they can get backlinks for their website. Over the years, the methods and techniques have changed, but one thing remains the same: backlinks are still king.
Unlike what many SEO providers want you to believe, not all backlinks are created equally. In fact, a very strong backlink can often be the same as 20 or more lower quality backlinks. If you think backlinks are all about quantity, then think again.
Why Do People Buy Backlinks?
With quality backlinks becoming harder and harder to obtain, many website owners are resorting to buying them and paying extortionate fees for just a few links.
The main reasons people buy backlinks is because they don’t know how to get them themselves or because they are too lazy – both are poor excuses. If you don’t know how to get high-quality backlinks yourself, then you should either learn how or pay a reputable SEO company to build them for you. If you’re adamant that you can’t build 1 backlink a week; then you should probably change industries or pay someone to do it for you.
An important thing to note is that buying backlinks and hiring an SEO service are 2 completely different things. When you buy backlinks, you are either buying private network blogs (PBNs) or lots of low-quality spam links. Compare this to an SEO service that often builds natural high-quality links, and there is a clear difference between the 2 services.
The Problem With Buying Backlinks
Buying backlinks to your website might sound like a quick and easy solution, but there are actually a few major problems with them. Backlink sellers will try to tell you how great their links are, but in reality, they are all the same: spammy and low quality. Here are the top reasons why you shouldn’t buy backlinks.
It’s Against Google’s ToS
The first major problem is that it is against Google’s terms and conditions to buy backlinks. If you’re caught buying backlinks by Google, then you’re certainly going to be punished. Google doesn’t like it when websites buy backlinks as it is seen as the website is trying to cheat the system. Over the years, Google has cracked down hard on people that buy links, especially PBN links. Many individuals who bought links have reported seeing major drops in their rankings with some disappearing off Google entirely. Don’t risk your current rankings by buying backlinks!
Links Are From Irrelevant Websites
Another problem with buying backlinks is that many sellers will just give you random links from completely unrelated websites. If you’re a business selling mobile phone cases and you start to get backlinks from Chinese websites, music websites and cooking websites, then Google will see this as a red flag. Natural links usually come from sites in a similar niche or industry that are connected in some way.
If the relevancy of the websites the links came from isn’t enough to dissuade you, the content is often even worse. When you buy backlinks, the seller usually wants to complete the order as fast as possible. This means they will often use automated tools to do the job for them, such as auto posters and spinners. These tools automatically create content and post it on websites in order to get a link back to your site. You might have seen these types of links before while looking through your competitor’s backlink profile. Upon landing on the page, you’ll notice a lot a text, but it’s only when you start to read it that you realize it doesn’t make any sense. This spam content can again flag up Google to inspect it further and go through a manual review. If someone from Google stumbles upon it then they’ll instantly realize it’s a spammy backlink and punish you for it.
Recently PBN links were seen as the holy grail by many webmasters and some websites invested thousands into these secretive backlinks. Since they’re completely against Google’s ToS and manipulate the search results, Google has been working on taking down PBN networks.
Many PBN networks are often shared between hundreds of websites. This means that the chances of Google finding the PBN network are greatly increased and is much more likely to show up on their radar. If you’re planning on buying PBN links to your website then you might as well send Google an email telling them what you’re up to. With so many ways to detect PBN links nowadays, these backlinks are becoming increasingly riskier, and they are not worth the damage they can cause.
Spike in Backlinks
If you don’t regularly do SEO work on your website then buying backlinks might seem like the perfect answer. However, the number of backlinks your website has can often give away if you’re buying them. New websites usually won’t have a lot of backlinks for the first few months. After all, they are new websites and won’t be ranking in Google.
Therefore, no one will be able to find the content, and no one will link back to the site. When someone buys backlinks, they often get hundreds of links sent over to their site. If a brand new website gets a huge amount of backlinks in a short amount of time, then this often tells Google something fishy is going on.
If you build backlinks normally then you’re much more likely to get a consistent number of links every week that slowly increase. By blasting your website with hundreds of thousands of backlinks in a short amount of time, you’re risking your website getting penalized.
People who sell backlinks tend not to be too charitable, so how much are you going to have to pay? It depends from where you’re buying them, but usually, you’re looking at a couple of hundred pounds for a handful of backlinks. In return for your money, you’ll almost never receive any proof that the content has been put live – this is because these people hide their sites, but if you’re fine with taking their word for it, then go ahead.
That money can instead be spent on many hours of web development, video editing, and more. You could even have a professional write a couple of articles for you!
A Tiny Amount Of Content
You would be lucky to find a backlink seller who placed the link in an article with more than 300 words; Maybe 350, at a stretch. They’ve gotten a reputation for doing just enough that you see minor results, but in the end, Google is still likely to figure out what’s going on anyway.
Remember that long-form content is always better, and is not usually an option when buying backlinks. With that said, how can you gain backlinks without Google bringing the hammer down on you?
How To Get Natural Backlinks
Now you know why people buy backlinks and the problems they cause, it’s also important to know that you can get plenty of high-quality backlinks for free.
Although they can sometimes take a fair amount of time and effort to get, they are often much better than any backlink you can buy.
One of the best ways to get natural backlinks to your website is to outreach to similar websites in your industry to see if they do guest posts. Most guest posting opportunities are completely free, and backlinks coming from niche related quality websites are always loved by Google.
If you’re in the same niche or industry as another website then the chances are you can provide them with relevant content for their website. By including a link or profile link back to your website, you can earn yourself a quality backlink!
Some websites will try to charge you for posting on their site but often it is not worth it. Don’t worry about spending money though; there are literally thousands of free guest posting opportunities out there. With just this 1 strategy alone, you can build plenty of links to your website without spending a dime.
Don’t Waste Your Money On Backlinks
As you can see, if you want to boost your website’s rankings then buying backlinks is not the way to do it. Instead, high-quality backlinks should be created manually from relevant and authoritative websites. Since there are plenty of websites out there, it’s possible to get high-quality links for free, for almost every niche.
If you want to build backlinks the right way, then you need to put in the time and effort. Here at Piccana, we help clients from all over the world build high-quality backlinks to their websites. By focusing on getting only the best backlinks, this ensures that our client’s websites are loved by Google, and ultimately increases their rankings. To see how we can help boost your website, contact us below for information.
Google Analytics is one of the best ways to determine how well your website is performing. It has plenty of useful metrics to help make this job easier, two of which are often misunderstood.
Bounce rate and exit rate. These metrics are not interchangeable, though many people confuse them.
If you really want to become a master of analytics, then you need to understand the slight differences in these two things. By the time you finish reading this article, you should have a comprehensive understanding of each of these metrics – along with ways in which you can reduce your exit rate!
What Is Bounce Rate?
As the name suggests, a bounce occurs when a customer lands on your landing page but doesn’t visit any other pages – they just bounce away.
If a user leaves before they can navigate to other pages, it counts as a bounce. Clicking the back button, typing in another URL, closing the tab, etc.
If you’re curious about what your bounce rate is, you can find it on the “Audience Overview” page.
What is a decent bounce rate then? Well, it depends on your industry.
Optimal Bounce Rates
Portals – 10 – 30% bounce rate.
MySpace, Facebook, etc.
Basic Landing Pages – 70 – 90% bounce rate.
These include pages with little content and a single call to action.
Service Sites – 10 – 30% bounce rare.
Such as FAQ sites and self-service sites.
Lead Generation – 30 – 50% bounce rate.
Services for sale.
Content Websites – 40 – 60% bounce rate.
Websites that have high search visibility fit into this category.
Retail Sites – 20 – 40% bounce rate.
Such as Amazon and eBay.
In a few rare circumstances you might want a higher bounce rate, but overall you should aim to keep it low.
80%+ is terrible
70 – 80% is poor
50 – 70% is mediocre
30 – 50% is brilliant
20% or below is probably an error
Keep this in mind when examining your bounce rate.
How Are Exit Rate And Bounce Rate Different?
Simply put, the page with the highest exit rate is the page where most of your visitors left from.
By knowing your exit rate percentage, you can gain an understanding of how users navigate your site.
A high exit rate isn’t always a bad thing though! For instance, if you find that many customers are exiting on your “contact us” page, that’s probably perfectly normal. The customer may have simply been searching for your email address. Once they found it, they had no more reason to stay on the site.
However, if you think you have a particularly juicy piece of content that people are navigating away from, then It’s time to optimize.
We don’t want you to think of having a high exit rate as an inherently bad thing though. Customers can’t be expected to stay on your website all day, and naturally must leave at some point.
This is one of the main reasons why understanding the differences between exit rate and bounce rate is so vital.
A lot of your bounce rate might be people clicking onto your pages, believing them to be something else. Additionally, if a customer searches for “What flavor of Chupa Chups are there?” then a customer is going to bounce the moment their query has been answered.
Now, if a customer spent time navigating your website before landing on that page and exiting, then that could be a different matter entirely. Perhaps they got bored, the content might have not been clear enough, or maybe they simply had to leave – this is why you need your exit rate ratio.
Let’s say a page only has an exit rate of a few percent. You probably shouldn’t waste too much time trying to figure out what’s wrong with it.
If you do , you’ll find yourself trying to perfectly optimize every page, and that will result in you being spread too thin – which will then translate into lower quality pages overall.
How can understanding this help me though? Read on to find out!
Click Rate, Bounce Rate, and their relationship with SEO.
Now that you understand bounce rate vs exit rate, you can put this valuable information to use – scanning web pages and marking the ones that have a poor bounce rate is a good place to start! You can then better optimise them to draw people in.
Likewise, by taking a look at which pages have a poor exit rate, you can add some more calls to action.
Factors That Negatively Affect Your Bounce and Exit Rates
Poor page design – if your only font is comic sans and the main color of your page is radioactive green, it’s time to work on it.
Load times – People are impatient. If users have to wait more than a couple of seconds to get onto your page, you’ll lose them.
Unclear Message Of The Page – Users don’t navigate to sites so that they can partake in a brain teaser. You need to establish the purpose and message of your post straight away.
Annoying Ads – We’re not saying you need to avoid ads altogether, but there are a few types of ads you should stay away from. Pop-ups and autoplay videos are our least favorite – especially when the video ad begins playing halfway through the page, so you have to scroll down to find it.
These are excellent ways to start fixing your bounce and exit rates. Of course, you might want to consider checking your content too.
Grammar and spelling errors can sometimes come across as a lack of professionalism. Of course, it’s not enough to know how to use bounce rate and exit rate to optimize your pages.
You can make a good start of course, but if you really want to optimize your website for SEO, things get a little trickier. You likely don’t have the time to invest in improving everything, but there’s no need to worry.
Here at Piccana, we understand how much effort goes into managing a business. Let us ease your burden with our professional SEO services.
To see how we can help you boost your search engine visibility, get in touch with us below for more information.
The digital marketing industry can be a complex market full of confusing terms and definitions from SERPS to PPC. If you’ve been in the digital marketing industry long enough, then you’ve probably come across the term white label agency before. However, what exactly is a white label agency and how can they benefit you and your business?
To help you understand this mysterious term, we thought we’d put together a quick and easy read explaining what a white label agency is and what they do. After all, since we are a white label agency, there’s really no one better to explain it! So, just what is a white label agency?
What Is A White Label Agency?
Not to be confused with white hat SEO, although most white label agencies strictly use white hat SEO only, a white label agency does SEO work for people on behalf of its clients.
To put it simply, a white label agency is a company that does digital marketing work for other digital marketing companies under their brand name. A client will go to a digital marketing agency when they need help promoting and ranking their website. Whether it’s SEO work, social media management or outreach, the digital marketing agency will outsource the work to a white label agency. The white label agency will then do the SEO work or whatever is required under the brand name of the digital marketing agency that sold it to the client in the first place.
From the client’s perspective, it looks like they paid the digital marketing agency to do the SEO work. However, the SEO work was actually passed on to a 3rd party which did the work for a lower cost than was paid by the client. Therefore, the digital marketing agency that sold the SEO service to the client in the first place receives a nice profit.
Although this might seem a bit deceptive to the original client, this is a time-tested business model that has been around for decades. White label products and services aren’t just limited to the digital marketing industry. In fact, it was around a long time before the internet took off, and is currently a common practice in many other industries.
What Does a White Label Agency Do?
A white label agency operates just like a regular SEO agency, except they don’t do the work under their own name. After all, they are representing another company when they do the work, so using their own name would defeat the purpose.
Like digital SEO agencies, white label agencies specialize in different areas of digital marketing such as SEO, PPC, and social media. Using the same tools, techniques, and software as most other digital marketing agencies, white label agencies can still deliver tremendous results for clients, usually at a fraction of the price.
This is great news for digital agencies who rely on white label agencies as it means they can sell high-end SEO services to clients for a healthy markup. They also don’t have to worry about the quality of the work as they know it’s coming from experienced professionals and not just any amateur.
The Benefits of Using A White Label Agency
Now you know what a white label agency is and what they do, what are the benefits of using one compared to having it done in-house?
Allows You To Grow Without Recruiting More People
This is one of the main advantages to using a white label agency. When a digital marketing agency first starts out they usually have a small team. As new clients sign up and new business comes in, they will slowly expand their team. The problem is, if they happen to lose clients or business then they’re stuck paying staff with no work to do. With a white label agency, all the SEO work is outsourced to another company. This means you don’t need a big team of workers to run your digital marketing agency, in fact, you could do it yourself and just focus on sales. Once work comes in, you simply pay the white label agency to do it on your behalf.
Great If You Struggle With SEO
Let’s face it; some people are better at selling than actually doing the work they sold. This can often bring up problems with clients: “You promised me I would increase my rankings and I haven’t moved at all!”. By outsourcing your work to a reputable white label agency, you know you are going to get great results. This means you don’t have to worry about the work or not getting the results; the white label agency will focus on that. This leaves you to run your business and sign up new clients without having to worry about the quality of the work you’re selling.
They’re Experts In Their Field
White label agencies specialize in a particular area, and thanks to their experience, they’re almost always the best people for the job. The staff employed at these kinds of agencies are highly trained and competent. Their track record will usually show this too – however, if you choose to go with a freelancer, you might find that the work is done poorly, late, or in the worst cases, doesn’t even get done at all!
Transform Your Agency Today
Here at Piccana, we’re a white label agency that works with numerous digital marketing agencies across the country, delivering quality results to clients. Having been in the business for several years, we’ve built ourselves a solid reputation with our work.
To learn more about how we can help you grow your digital marketing agency, contact us below for more information.
No matter what industry you are in, everybody wants to be number 1 on Google. Not only does it give you the satisfaction of beating all your competitors, but it also brings you in lots of traffic. Although being rank 1 is a dream for many websites and business owners, it is possible with the right amount of work and strategy.
Now don’t think you can rank 1 for super competitive terms like Apple and iPhone, you’d just be wasting your time if you tried. However, selecting the right keywords and putting in the work is almost always bound to result in success. To help you on your journey to rank 1, we’ve put together a helpful SEO checklist that will give you all the do’s and don’ts you should be looking out for.
Here’s what you need to know to dominate the SERP in 2018.
How to Dominate the SERP
Google continually updates its algorithm every single week. Some changes are very minor and don’t affect rankings that much, but now and then a big update will come along and cause shockwaves. Some sites that used to rank first can disappear overnight. As worrying as it might sound, there is an easy way to avoid the wrath of Google and its updates: stick to being white hat.
Creating genuine backlinks and content is the perfect way to be loved by Google. Black hat SEO is often punished by Google and every time a new update comes out; it’s always trying to catch websites that manipulate their backlinks and content. By sticking to the good old white hat stuff you won’t have to worry about updates anymore, in fact, you should look forward to them knowing that black hat website will decrease in ranking!
With all of that in mind, here are the two most important factors which contribute to the ranking of your individual pages and overall website: on page and off page.
SEO Checklist: On Page SEO Items
On page SEO is everything to do with what you can control on your website itself. This includes things such as your title, meta description, content and pictures. When Google visits your website, it will be taking everything on the page into consideration to see how relevant the page is and what score you deserve. Having top notch on page SEO can significantly improve your SEO so making sure you get it right to start with is crucial.
Attention Grabbing Title Tags and Meta Descriptions
It might seem like Google doesn’t care about meta descriptions in 2018. The truth, however, is that both title tags and meta descriptions are extremely important.
It’s vital that your snippet is eye-catching, not just to your potential customers, but to Google too.
You can think of your snippet as a store window, since it’s the first glimpse of your website they get; By adding relevant keywords, and content that interests readers, you’re doing the equivalent of decorating your window with bright lights and dazzling displays.
If you can make your snippet of interest to both Google and your customers, then you’ve got a winning formula!
Ensure usability across all devices.
Plenty of people browse the internet during commutes or lunch breaks – and with such a large chunk of potential customers browsing on their phones, your site cannot be loaded with unreadable text and warped pictures.
Why does this make users less likely to click though?
Because it makes you appear less reliable. People might think that your competitors – the ones with the sites that aren’t broken – are more competent.
If that’s not enough to convince you to ensure that your websites work properly across multiple devices, then consider this simple fact;
People don’t like to put effort in when browsing the web. If your site is a challenge to read, then a large portion of potential customers are likely to click away before you’re able to get your message across.
When it comes to on page SEO, content has always been king and will always be. It’s how Google determines what a website is about and ultimately what your audience will read when they land on it.
Making sure your content is unique and original as well as at least 400 words long is essential. Poorly written content or duplicate content from other parts of your website will result in lower rankings which you’ll want to avoid at all costs. We advising sticking to original and fresh content throughout your website to stop the chances of you receiving any penalties.
LSI keywords are keywords that are related to your primary keyword. A good place to find LSI keywords is by using tools such as LSI Graph. This will use Google itself to bring back a nice selection of relevant keywords which you should try to include on your page.
By doing this, Google will be able to understand your page better and therefore help improve your website’s rankings. We suggest including as many LSI keywords as possible in your content as it has proven to help pages improve their rank.
External links on a web page can have a significant impact on the ranking of your website. Google is always trying to understand what a website is about and make the connection between different sites. Outbound links allow Google to see what websites you are linking to and how related they are to your website.
When using outbound links, we suggest picking high quality, relevant sites that provide the user with value and additional information. Link to the same site more than once per page is not ideal as Google can view it as spammy. We suggest having at least 3 outbound links per page that link to high quality and authoritative websites.
SEO Checklist: Off Page SEO Items
Off page SEO is as you may have guessed, every ranking factor that is not related to the content on the page. This part of SEO can often be confusing to some as it is usually a lot more technical and requires a lot more work compared to on page SEO. However, off page SEO is just as important if not more important than on page.
Google is always adding new ranking factors to help determine which websites deserve the number 1 spot. One of those new ranking factors is being dubbed “user experience” and is related to the overall experience a user gets from a website. If a website takes a long time to load, then it’s likely the user won’t be happy and will eventually give up and leave.
Knowing this, Google gives websites that load faster a ranking boost as users are more likely to stay on them instead of leaving. Other user experience factors include bounce rate and mobile optimisation. We suggest optimising your website so it loads as smoothly as possible without any delays.
Security is a big factor for Google, and they are always trying to promote good security on websites. Recently, Google gave a slight ranking factor to websites that had secure sockets layers encryption over those that don’t. Mainly found on e-commerce stores, these SSL certificates help stop various hacking attacks by encrypting the user’s data between the server.
If you don’t have an SSL certificate on your website, then we suggest getting one. Not only does it improve trust with your customers, but it will also give you a rankings boost. Visit your domain name registrar to get your own SSL certificate. In the unlikely event they don’t offer them or you don’t want to spend a ton of money, you can always use the free certificate over at Let’s Encrypt or CloudFlare.
Ever since Google was first created, backlinks have always played a significant role in rankings, and they still do to this day. Backlinks help Google understand what a web page is about and how trustworthy it is. By checking the number and quality of backlinks pointing to that page, Google can then decide if it’s genuine or just spam.
When it comes to getting backlinks for your website, we suggest sticking to high-quality natural backlinks from guest posts and collaborations with other websites. If you have great content in the first place then getting backlinks shouldn’t be much of an issue. Outreaching to fellow websites in your niche/industry is a great way to build a relationship and hopefully get a backlink to your website.
SEO Checklist: Things to Avoid
When it comes to SEO just as there is a list of things to do to improve your rank. There is also a rather long list of things not to do. Many website owners are always looking for ways to improve their rankings and often bad advice is passed around by other website owners and “SEO experts”. To make sure you don’t do more damage than good to your website, here are the top SEO mistakes you should be avoiding.
Spammy backlinks will often do a lot of damage to your website. If you think posting your website on blogs and forums is a good way to build trust and authority, then think again. Many spammy websites will crawl the internet looking for forums and blog to spam their links on.
Since most of these comments and posts are automatically accepted, spammers will often get their link on a website without the webmaster even knowing about it. If you try to do the same thing with your website, then you’ll only be flagging up warning signs with Google.
Google can easily differentiate a spammy website from a trusted one, and if your website happens to be on a spammy site then you could be penalized. If you want to build a strong backlink profile, then we suggest sticking to high-quality backlinks. Remember, 1 good backlink can make up for 20 or more low-quality spam links.
Using the same content over and over again is definitely a big no no. Using the same content over and over again is definitely a big no no!
It’s no secret that Google rewards websites for fresh content and using the same stuff over and over again on every webpage is a bad idea. It makes Google think that you are putting text on there just for the sake of text and that you’re not adding any value.
If you have a bit of text that you use time and time again on your website then we suggest changing it. Simply rewording or rephrasing a paragraph so it means the same thing can do wonders to your rank. As simple as it may sound, webmasters often avoid this due to pure laziness. Don’t be a lazy website owner, give your audience something new and exciting to read every time.
Unnatural Anchor Text Ratio
A final word of advice when it comes to SEO mistakes is keeping a careful eye on your anchor text. A long time ago Google used to put a lot of weight on the anchor text used to link one website to another. If you wanted to rank first for say “SEO checklist” then you simply made 20 backlinks with the anchor text “SEO checklist”. Google would read them and say hey this web page is to do with the keyword SEO checklist. As good as the idea was, people started to abuse this and over manipulated their anchor text for certain phrases.
Nowadays, paying attention to your anchor text ratio is vital if you don’t want to be penalized. We suggest using a mixture of phrase, LSI keywords and generic anchor text to give a nice diverse anchor text profile.
Supercharge Your Rankings
Now you’ve read our SEO checklist it’s time to get out there and climb the SERP! Now we understand how time-consuming SEO can be and if you want to see good results you certainly have to put the time in.
Here at Piccana, we help clients from around the world dominate Google and increase the traffic to their website. Using our tried and tested ranking strategy, we give websites a complete audit to identify its weaknesses and to see how we can make it rank even higher.
Discover our tailor-made SEO packages and supercharge your rankings today. Contact us below for more information on plans and pricing.
If your business has a website, then you probably know how important search engine optimization (SEO) is. Without it, your website won’t appear on search engines such as Google, and users will never make it onto your site.
In order to improve your SEO efforts, businesses should look at hiring an SEO copywriter. Why? Well, the real question is: why not?
Not only does writing SEO content improve your chances of ranking on search engines, but it also helps improve your conversion rate. This fine art of writing can do wonders to your website simply by changing the tone and structure of your content.
However, that’s not all, SEO copywriters bring so much more to the table. Here’s why your business needs an SEO copywriter.
What is an SEO Copywriter?
For those of you that aren’t familiar with the online terminology, an SEO copywriter can be described as: an individual who writes convincing and compelling content for websites that contain good SEO practices.
These good SEO practices greatly increase the chance that the content will rank higher in search results and therefore drive more quality traffic.
It might be hard for someone new to SEO to understand the difference between a traditional content and SEO content. Here’s a handy table to help make a comparison.
Traditionally writes for newspapers, magazines and letters
Specifically writes for websites only
Uses passive voice to convince and persuade the reader
Also uses passive voice to convince and persuade readers
Don’t concern themselves with keywords
Write content to include certain target keywords
Content doesn’t rank well on search engines
Content is written so it ranks highly on search engines
As you can see from the table above, there are some significant differences between a traditional copywriter and an SEO copywriter. The main difference is primarily that SEO copywriters write content solely for websites with search engines and the target audience in mind. Traditional copywriters, on the other hand, only have the target audience in mind. This is because traditionally their content is for newspapers, magazines and other offline mediums.
What happens when you use a tradtional copywriters for online content? It usually doesn’t perform well.
However, it’s not their fault that search engines have a hard time understanding their content. Search engines rely on certain clues within the content to determine what it’s about. These can include things such as keyword density, related keywords and heading titles. If your content is lacking these essential clues, then don’t expect your content to rank well on search engines.
Now you understand what an SEO copywriter is and why they’re so useful, here are some of the many benefits of hiring one.
Help Improve Website Rankings
The first benefit of hiring an SEO copywriter is in the name. SEO (search engine optimisation) plays a crucial role on your website and its visibility on search engines. Get your SEO wrong, and search engines will never pick up your website. That means no matter how much information or content you have, nobody will ever read it.
To improve your rankings and attract genuine, organic traffic, you need to make sure your SEO is up to scratch. Luckily an SEO copywriter can help improve your content so search engines can understand it. By following SEO guidelines, an SEO copywriter can improve your existing content or write some new content specifically for a target keyword. This optimisation of content for the chosen keyword gives your content (and website) have a much better chance of ranking higher on search engines.
Not Everyone Is a Great Writer
If you hate writing or just don’t have an interest in it, then sometimes it’s best to leave it to the professionals. If you want high quality and original content that readers will love, bookmark and share, then you need to put in a lot of effort. This means if you’re naturally not a great writer or don’t really have an interest in writing, then you should probably hire an SEO copywriter.
Not only do they have years of experience writing content for various websites on a range of different topics, but they also have a passion for it. Let’s face it; some people are better with words than others. Take Stephen King, for example; he’s a great story teller that has written plenty of books over his career, with almost all of them becoming best sellers. His ability to use words to tell gripping stories has made him very successful and a recognisable name. How did he do it? Through years of practice of course!
This means if you’re not willing to invest the required time and effort into becoming a good SEO copywriter, then you might as well hire someone else. Not only will it be cheaper in the long run, but most likely you’ll get better results.
Not As Expensive As You Think
One of the most common reasons businesses and website owners don’t already have an SEO copywriter is mainly down to the price. They often believe that SEO copywriters are expensive and don’t offer a good return on investment. We disagree.
Regardless if you hire an SEO copywriter or not, someone will need to write content for your website. Regular new content is essential for bringing in high-quality traffic and for making your website appear on search engines. This means you essentially have 2 options: write the content yourself, or hire an SEO copywriter.
If you decide to write the content yourself then it better good! Like we mentioned before, it takes a lot of time and effort to become a good SEO copywriter. Why invest all that time and money into something you might never be good at, when you can already hire an experienced writer?
Some business owners already spend a lot of their time running and managing their business to write content. That’s understandable, but it’s not an excuse for no content. With the price of an SEO copywriter costing a minuscule amount compared to their return, it’s an obvious investment.
Think about it, if you buy some content for your website and it starts to rank well, you could be bringing in 100 extra visitors or more a month. If you achieved an average conversion rate of 2.35% then you would be bringing in 2 additional sales every month. It might not sound like a lot, but the beauty of SEO is that it brings in steady traffic every month. These 100 extra visits aren’t going to disappear overnight, in fact, they are going to stay the same or increase over the next 12 months. This means in 12 months you bring in an extra 1200 visitors or 28 sales, all from spending a little bit of money on content.
Improve Your Website Today
Looking to drive high-quality organic traffic from search engines to your site?
Here at Piccana, we offer a range of SEO copywriting services to help businesses drive more traffic to their websites. To learn more how you can invest in quality content for your readers, contact us below.